↗FILM FINANCE × WEB3Rebranding · Character · Guidelines
MAYA UPAYAWEB3 BRAND DESIGNER & CREATIVE LEAD
MAKE ITMATTER.
I’m Maya, a brand and graphic designer for Web3, crypto and fintech teams. I design logos, visual identities, characters and campaigns, from the first direction to the final asset.
EXPLORE MY WORK ↘CREATIVE DIRECTION / DESIGN / AI WORKFLOWSBRAZIL → GLOBAL TEAMS
SELECTED
WORK.
LOGOFOLIO.
Marks from my logo design work. Abstract forms, monograms and characters, brought together in one collection.
BEFORE CRYPTO
For 10 years I made campaigns about things people didn’t want to look at.
HIV, forced labour, forest certification.
For UNAIDS, ILO and WWF.
Between 2006 and 2015, AIDS detection among young men in Brazil almost tripled. At the same time, schools and media were talking less about sex.
UNAIDS Brazil needed to reach these young men on YouTube, without sounding like a campaign. I made a game box with the strangest questions about HIV we found online, and sent it to creators to answer on camera. I did the concept, art direction, copy and the physical production.
1.3 millionorganic views38creatorsMore than 30 millioncombined followers
The project was presented at AIDS 2018 in Amsterdam.
Crypto has a similar problem: a product people need to understand and don’t want to read about. For me it’s the same work.
See the UNAIDS campaign ↗Logo &
brand identity.
Logo design, typography, colour and brand guidelines for Web3, blockchain and fintech teams. A visual identity that holds together across presentations, campaigns and physical applications.
FFGI: identity through application ↗Graphic &
campaign design.
Key visuals, social content, decks and print. I work through the headline, the layout and the details of each format.
Picnic: a campaign family ↗Creative
direction.
I set a direction, give clear feedback and work through the execution. At IBC Group, I oversaw creative output across multiple Web3 brands.
Revani: an identity the team can build on ↗FROM BRIEF TO DELIVERYOne step.
One step.
Then the next.
GET THE BRIEF STRAIGHT
Start with the audience and the job.
I need to understand the product, the audience and what the design has to do. The channel, deadline and existing brand matter too.
MAKE A CASE
Show the idea and the reasoning.
I use references, sketches and applications to make the direction concrete. Revani’s owl started with a decision about who it should represent.
DESIGN THE SYSTEM
Work out what stays consistent.
I develop the type, colour, symbols and layouts together. FFGI’s guidelines show how those decisions carry across different applications.
TAKE IT INTO PRODUCTION
Make the next piece easier to produce.
Editable templates, reusable assets and clear guidance help a team keep working. That was part of my work at Jaya Talent and IBC Group.
MAYA UPAYA / UPAYAI’M MAYA.
I’M MAYA.
LET’S TALK
DESIGN.
I’m Maya Upaya, a brand designer and creative lead based in Brasília. I take projects from the brief to the final assets, and help teams keep the work focused and consistent.
WHY A TEAMGOOD WORK NEEDS
GOOD WORK NEEDS
OTHER PEOPLE.
AI makes it easy to stay in my own little cave and make everything myself. That’s not how I want to work.
I want to exchange ideas, meet people with different lives and keep creating together.
So, are you my team? ↗LET’S
WORK
TOGETHER.
I work in two ways: inside your team, or on one project. Tell me what you’re building and which fits better.
Full-time, exclusive.
I work only for your company and own the brand day to day: identity, campaigns, templates and art direction.
Book a conversation ↗One defined project.
You hire me for a specific job: an identity, a character, a campaign or a launch kit. You get the files and editable templates, and your team keeps using them.
Take the rebrand check ↗